Retailers are investing millions into new technology—but most of it never gets adopted, never solves the real problem, and never delivers ROI. Why? In this episode, innovation strategist Matt Mueller sits down with retail technology expert and RETHINK Retail Advisor Jessica Couch to reveal the biggest mistake retailers make with tech—and the simple shift that can transform customer experience, store performance, and operational efficiency.

Jessica breaks down why retailers continually choose the wrong tools, overlook the true customer pain points, and assume they know what shoppers want. She shares powerful examples from Nordstrom, beauty retail, grocery, fashion, and DTC—plus the surprising truth behind why denim “declined,” how Good American cracked the code, and what retailers must do before implementing any new platform, POS, AI, or in-store technology.

Whether you're a CPG leader, retail operator, store innovation director, or tech provider, this episode will show you how to pick the right technology, drive adoption, reduce friction, and create real impact inside your stores.

In This Episode:

• The #1 mistake retailers make when choosing new technology
• Why surveys fail—and what customers actually respond to
• How to quickly uncover your biggest customer problem
• The role of AI in simplifying training, workflows, and adoption
• How to identify organizational friction before buying tech
• Why retailers are “bleeding money” without realizing it
• The secret to pitching tech that leadership will approve
• Real-world stories: Nordstrom Beauty, Good American, Wegmans, and more

Who This Episode Is For:

Retail leaders, CPG innovators, store operators, retail media professionals, customer experience teams, product innovators, technologists, founders, and anyone trying to modernize the retail experience.

Learn more about Jessica Couch.

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